Large budgets don't govern creativity, marketing execs and teams confident enough to let agencies follow their creative instincts — defying conventional wisdom, are key to campaign success, say leading creativesKeith Manning, executive creative director at TBWA\Hunt\Lascaris Johannesburg. Picture: SUPPLIED
In the current fast-paced market, where competition for ideas is fierce, striving to win during awards season is more pronounced. But it’s not just about the peer and client recognition, or the headlines. “In these noteworthy times, dominated by a global pandemic and massive information flows across various platforms competing for consumers' attention, ads can be no more than interruptions — so creativity is pivotal in making messages stand out,” says Keith Manning, executive creative director at TBWA\Hunt\Lascaris Johannesburg.
“The WearItForMe campaign ran simultaneously across several MTN African regions. The base of the campaign was the MTN Group's desire to shift Covid-19 mask-wearing from begrudging compliance to a desirable action. Using guilt had to make way for emotive appeal and compliance,” says Manning.